TL;DR:
- Nikon launched an advertising campaign combating the rise of artificial intelligence (AI) in photography.
- The campaign emphasizes the beauty of the real world and features stunning photographs taken with Nikon cameras.
- The use of ironic prompts associated with AI-generated images adds an interesting twist to the campaign.
- There is no official certification of the campaign’s impact, leaving its success difficult to measure.
- Investigative reports reveal that some campaign images were sourced from Unsplash without proper compensation to photographers.
- The implications for the market include potential backlash against Nikon for using others’ work without proper attribution and compensation.
Main AI News:
In the realm of photography, artificial intelligence (AI) has been a subject of extensive analysis here at The Phoblographer. We have meticulously examined its adverse effects, which overwhelmingly outnumber the few positive aspects we managed to uncover. Undoubtedly, this technology has profoundly impacted our industry and community. We have witnessed newspapers opting for AI-generated composites instead of purchasing stock images, while “artists” claim prestigious photography awards with counterfeit creations concocted by the latest AI algorithms. Now, Nikon has launched an advertising campaign employing questionable tactics in an attempt to reinvigorate people’s interest in capturing photographs.
As photographers and artists, it is only fitting that we share our perspectives on this matter. Naturally, Collateral, our inner critic, couldn’t resist commenting on this as well. After all, it is evident that they would struggle to survive if professional photography were to become obsolete. Nikon and Grey Peru have cleverly seized the opportunity to deliver a captivating advertising campaign that, in my personal opinion, has struck the right chord.
EMBRACING THE REAL WORLD
In their latest commercial, Nikon astutely acknowledges the global obsession with creating astonishingly surreal images using AI. However, they argue that this preoccupation with the artificial is causing us to overlook the awe-inspiring natural wonders that surround us. In response to this trend, Nikon has crafted a campaign featuring breathtakingly genuine images captured with their cameras, accompanied by keywords commonly associated with artificial intelligence.
These exquisite photographs, plucked directly from the real world, owe their existence to the keen eyes of photographers and a swift Internet search. Yet, ironically, they are juxtaposed with prompts that one might associate with AI-generated images. For instance, a photograph of the Coyote Buttes taken by John Fowler using a Nikon D80 is paired with the prompt “a latte skatepark in the middle of a desert on Mars,” while a picture of a tree captured in Socotra, Yemen, by Andrew Svk accompanies the prompt “a mutant umbrella tree shaped like a nuclear bomb explosion.” Such creative combinations serve to highlight the dichotomy between the artificial and the genuine.
With the slogan “Don’t give up on the real world” or its Spanish equivalent, “El mundo real nunca dejará de sorprendernos” (The real world will never cease to amaze us), Nikon has disseminated this message far and wide. Their efforts appear to have yielded unsurprisingly positive results, as depicted in the video, where people enthusiastically retrieve their cameras and embark on a renewed photographic journey.
THE CERTIFICATION DILEMMA
While this campaign has captivated my attention, I couldn’t help but contemplate the lack of means to officially verify its impact. It would have been immensely valuable if Nikon had provided an official hashtag or some form of identification to enable easy tracking of the campaign’s influence and the resulting artistic endeavors. I attempted to locate the messages displayed at 1:43, but alas, they eluded me across all the networks accessible to me.
USURPING SOMEONE ELSE’S WORK FOR PERSONAL GAIN
As we have previously highlighted in our articles, one of the most disconcerting aspects of generative AI is its utilization of thousands of images without obtaining proper permission. In light of this, we cannot overlook the fact that all the images used in Nikon’s campaign are either sourced from Flickr Creative Commons or procured from Unsplash, as reported by DIYPhotography. Our further investigations revealed that one of these images is available for free use on Unsplash. We have repeatedly criticized Unsplash for its questionable treatment of photographers, as it often coerces them into relinquishing their image rights for meager compensation.
In the past, we reported on a camera company endorsing and condoning the use of Unsplash, which garnered significant attention. While it was Leica UK last time, both Leica Germany and Leica USA promptly distanced themselves from those actions. We await Nikon USA’s response regarding this matter and shall provide an update to this blog post accordingly.
On the one hand, it is gratifying for photographers to witness their work receiving the exposure it deserves. However, exposure alone cannot sustain a livelihood if one cannot meet their financial obligations. Consequently, we condemn Nikon’s actions if it is discovered that they failed to compensate the photographers adequately. We can only hope that either Nikon or the advertising agency they enlisted responsibly fulfilled their obligations to remunerate the photographers involved in this colossal campaign. Unfortunately, my inner cynic resurfaces, preparing me for the worst-case scenario.
Conclusion:
Nikon’s anti-AI campaign, while creatively executed, has faced controversy due to the use of images sourced from Unsplash without adequate compensation to photographers. This controversy may impact Nikon’s brand reputation and raise concerns about ethical practices within the industry. As the market becomes increasingly sensitive to copyright issues and fair compensation, companies should exercise caution when utilizing third-party content and ensure they uphold ethical standards to maintain customer trust and loyalty.
